Revolutionizing Market Research: How Suntory Wellness Cut Reporting Time from 2 Weeks to 1 Day with AI

2025-01-19

In the fast-paced world of marketing, staying ahead of the competition often hinges on the ability to make quick, data-driven decisions. Companies are increasingly turning to artificial intelligence (AI) to streamline their operations and gain a competitive edge. One such company, Suntory Wellness, a subsidiary of Suntory Holdings, has made significant strides by integrating AI into its market research processes. What once took two weeks to complete—qualitative research reporting—can now be accomplished in just one business day. This remarkable efficiency boost has not only accelerated their workflow but also allowed them to conduct nearly twice as many in-depth interviews, a critical component of their market research strategy.

The AI-Driven Transformation at Suntory Wellness

Suntory Wellness, based in Tokyo’s Minato ward, has long been a leader in the health and wellness sector. However, like many companies, they faced challenges in their market research processes, particularly in the time-consuming task of qualitative data analysis. Traditional methods, such as depth interviews—a one-on-one interviewing technique that delves deeply into consumer behavior and preferences—required significant time and resources. The process of transcribing, analyzing, and compiling these interviews into actionable reports typically took around two weeks.

By leveraging AI, Suntory Wellness has revolutionized this process. The company now uses AI-powered tools to automate the transcription and analysis of interview data, significantly reducing the time required to generate reports. What used to take 14 days can now be completed in just one business day. This efficiency has allowed the company to double the number of depth interviews it conducts, providing richer insights into consumer behavior and preferences.

The Impact on Market Research

The integration of AI into Suntory Wellness’s market research processes has had a profound impact on the company’s operations. By cutting down the time required for reporting, the company can now respond more quickly to market trends and consumer needs. This agility is crucial in the highly competitive health and wellness industry, where consumer preferences can shift rapidly.

Moreover, the ability to conduct more depth interviews has provided Suntory Wellness with a deeper understanding of its target audience. These interviews, which are designed to uncover the underlying motivations and attitudes of consumers, are a valuable tool for developing effective marketing strategies. With AI handling the heavy lifting of data analysis, the company’s marketing team can focus on interpreting the insights and applying them to their campaigns.

What Undercode Say:

The case of Suntory Wellness is a prime example of how AI is transforming the field of market research. By automating time-consuming tasks such as data transcription and analysis, AI allows companies to focus on what really matters—gaining insights and making informed decisions. This shift is not just about efficiency; it’s about enabling companies to be more agile and responsive in a rapidly changing market.

One of the key takeaways from Suntory Wellness’s experience is the importance of integrating AI into existing workflows. The company didn’t just adopt AI for the sake of innovation; they identified a specific pain point—lengthy reporting times—and used AI to address it. This targeted approach ensures that AI adoption delivers tangible benefits, rather than becoming just another tech buzzword.

Another important aspect is the role of AI in enhancing the quality of market research. By automating routine tasks, AI frees up human researchers to focus on more complex and nuanced aspects of their work. In the case of Suntory Wellness, this meant being able to conduct more depth interviews, which are essential for understanding the “why” behind consumer behavior. AI doesn’t replace human insight; it augments it, allowing researchers to delve deeper into the data and extract more meaningful insights.

However, the adoption of AI in market research is not without its challenges. One of the key concerns is the potential for bias in AI algorithms. If the data used to train these algorithms is biased, the insights generated will also be biased. Companies must therefore be vigilant in ensuring that their AI tools are trained on diverse and representative datasets. Additionally, there is the question of data privacy. As AI tools become more sophisticated, they are able to analyze increasingly sensitive data. Companies must ensure that they are complying with data protection regulations and maintaining the trust of their customers.

Despite these challenges, the benefits of AI in market research are clear. As Suntory Wellness has demonstrated, AI can significantly reduce the time and cost of market research, while also enhancing the quality of insights. This is particularly important in industries like health and wellness, where consumer preferences can change rapidly and companies need to be able to respond quickly.

Looking ahead, it’s likely that we will see more companies following in Suntory Wellness’s footsteps and integrating AI into their market research processes. As AI technology continues to evolve, its capabilities will only grow, opening up new possibilities for market research. Companies that embrace this technology will be better positioned to stay ahead of the competition and meet the ever-changing needs of their customers.

In conclusion, the story of Suntory Wellness is a testament to the transformative power of AI in market research. By leveraging AI to streamline their processes, the company has not only improved efficiency but also gained deeper insights into their target audience. As more companies adopt AI, we can expect to see further innovations in the field of market research, ultimately leading to more informed and effective marketing strategies.